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Marketing Communication Policies

Gebonden Engels 2006 9783540373223
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Samenvatting

By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions.

Specificaties

ISBN13:9783540373223
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:260
Uitgever:Springer Berlin Heidelberg
Druk:2007

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Inhoudsopgave

An overview.- The fundamental aspects of marketing communications.- The fundamental aspects of communications science.- Information behaviour and socialisation.- Analysing the communication situation.- The goals of communication policies.- Communication strategies.- Media planning in marketing communications.- Designing market communications.- Collaborating with agencies.- Specific issues in international marketing communications.

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        Marketing Communication Policies